Ứng dụng marketing trong hoạt động kinh doanh tại công ty du lịch quảng nam đà nẵng

BO GIAO DUC VA DAO TAO TRUONG DAI HOC KINH TE QUOC DAN TRAN THI NHI UNG DUNG MARKETING TRONG HOAT DONG • • • KINH DOANH TAI • CONG TY DU LICH • QUANG NAM - DA NANG CHUYEN NGANH: QUAN TRI KINH DOANH DU LICH KHACH SAN MA SO: 50205 TRUNG TAM TL.TT THLTVIEn| PlidNG LUAMN-LUAN LU AN AN THAC SI KHOA HOC KINH Tfi MTS £bb Ngildi hudng dan khoa hoc: PGS.PTS Nguyen Van Dinh Ha noi - 1998 va m ! Sluan air t/iac iC k/ioa hoc /inJt te cJ'tancp J phAn mo dAu l.Tinh cap thiet cua de tai: Du lich la mot nhu cau sinh ddi song kinh te - xa hoi, gia ting cung nhip ting trudng cua nen kinh te.Trong nhung nim gan day vdi su doi moi ve chinh sach cua Dang va Nha nudc ta, nganh kinh doanh du lich phat trien cang nhanh ve so lu'png va nang cao ve chat lupng Song voi su bung manh me cua cac co’ so’ kinh doanh luu tru thuoc cac phan kinh te khac da tao su canh tranh gay git giua cac doanh nghiep khach san, su mat can dOi giua cimg va cau ve dich vu luu tru, khien cho hoat dong tim kiem thi trudng, khach hang cang trO nen kho khin hon ■ De’ t6n tai va phat trien nPn kinh te thi trudng day bien dong nay, cac doanh nghiep phai chap nhan va co cach ring xd linh hoat phu hpp vdi su van dong cua cac qui luat kinh te Do dic diem san pham du lich lien quan den rat nhiPu nganh nghe, cac to chric xa hoi, no thuc su la san pham tong hop, vay no bi chi phoi bOi rat nhiPu yeu to chung cua nen kinh te thi trudng Mot nhdng qui luat het sric khic nghiet la qui luat canh tranh ma cac doanh nghiep luon phai doi Qua trinh hoat dong san suat kinh doanh cua cac doanh nghiep du lich Da ning, dic biet o Cong ty du lich Quang Nam - Da Ning nhiPu bat cap,ket qua dat dupc chua tuong xring vdi tiPm nSng du lich tren dia ban va kha ning cua Cong ty Do la su nhan thric vP co hoi kinh doanh, cac nguy co cung nhu viec phan tich cac die’m manh, die’m yeu cua doanh nghiep, su nhan thric ve to chric hoat dong marketing qua don gian, phien dien va chua thuc su xet marketing nhu la mot he thong, chiu anh huOng manh me cua cac hoat dong ben ngoai va ben doanh nghiep Dieu se tat yeu dan den ket qua han che hoat dong kinh doanh du lich cua minh Vdi mong muon dupc gop mot phan nho be vao su phat trien cua Cong ty Du lich Quang Nam - Da Ning toi da manh dan chon de tai : " Ung dung marketing hoat dong kinh doanh tai Cong ty Du lich Quang Nam - Da nang lam de tai nghien criu cho luan an cua minh Studn an //tac it //wa /ioc /cin/i te •J'lCMUf 2.Muc dich nghien cihi cua luan an : Tren cd sd If luan vP hoat dong marketing, luan an di san phan tich, danh gia thtfc trang hoat dong marketing cua cong ty va phan tich moi trtfd’ng hoat dong kinh giai phap co’ ban nhcim giup cho cac doanh nghiep nang cao duo’c hieu qua hoat dong kinh doanh du lich cua minh Doi tifcfng, pham vi nghien ciiii ciia luan an: De tai lay hoat dong marketing cua cong ty du lich Quang Nam - Da Nfing tinh hinh hien lam dPi ttfo'ng nghien ctfu Pham vi nghien cdu cua dP tai chu yPu moi triidng kinh doanh du lich tai phP Da nfing va stf van dung kiPn thitc marketing vao thtfc tiPn tai Cong ty Du lich Quang Nam - Da ndng Phifo’ng phap nghien cihi: Sit dung cac phtfo’ng phap vat bien chtfng, vat lich sit va ttf doi moi de phan tich, tong hdp cac ttf lieu thtfc tP de diia nhiing giai phap nhMm nang cao chat ltfdng hoat dong kinh doanh du lich tai Cong ty Du lich Quang Nam - Da N3ng Nhiing dong gop ciia luan an: - Khai quit hoa ly luan ve vai tro marketing kinh doanh du lich de ttf thay dtfpc stf can thiPt phai day manh hoat dong marketing cac doanh nghiep du lich noi chung va Cong ty Du lich Quang Nam - Da Ndng noi rieng - Danh gia tong quat nhtfng cd hoi ,de doa cua moi trtfdng marketing va diem manh,diem yeu hoat dong marketing cua Cong ty Du lich Quang Nam -Da NSng,giup Cong ty nhan thitc dung vi thP kinh doanh ciia minh - DP nhtfng giai phap mang tinh dinh hiidng giup lanh dao Cong ty van dung de thtfc hanh quan tri nhdm tao diPu kiPn day manh hoat dong marketing cua Cong ty ttfdng lai Bo cue ciia luan an : Ngoai ldi mb dau, kPt luan, danh muc cac tai lieu tham khao luan an gom ba chtfdng: Chifo’ng I Cd sd ly'luan vP hoat dong marketing kinh doanh du lich Chu’tfng II Phan tich va danh gia thtfc trang hoat dong marketing tai Cong ty Du lich Quang Nam-Da ndng thoi gian qua Chir’tfng III Nhtfng giai phap chii yeu nhdm day manh hoat dong marketing cua Cong ty Du lich Quang Nam-Da nSng Swan an l/iac Pfaanij fc/ioa hoc hinh le chuUng I CO’ sd LY LU AN vA HO AT DONG MARKETING • • • TRONG KINH DOANH DU LICH • 1.1 CAC vAn d£ CO BAN vfe MARKETING 1.1.1 Khai niem ve marketing va marketing dn lich Theo quan diem cua Philip Kotler,"Marketing la hoat dong cua ngitdi hudng to’i sit thoa man nhu can va mong muon thong qua cac tidn trinh trao doi" Hiep hoi Marketing Hoa Ky (American Marketing Association, 1985) cho rdng, "Marketing la qua trinh lap va thitc hien ke hoach, dinh gia, khuydn mai va phan phoi san pham, dich vu va y tudng de tao sit trao doi, thoa man nhitng muc tieu cua khach hang va to chitc" Dinh nghia thita nhan marketing la mot tidn trinh bao gom phan tiehjap kd hoach,thitc hien va kiem tra Nd lien quan den san pham,dich vu va y tifong va dita tren y niem trao doi,muc dich cua nd la tao sit thoa man cho cac ben tham gia Cac tidn trinh trao doi cd lien quan den hang loat cac cong vide Ngitdi ban phai tim ngitdi mua, dinh ro nhu cau cua ho, phac hoa san pham thich dang, quang cao chung, bao quan va van chuyen chung,v.v Nhitng hoat dong nhit nghien citu thi trudng, phat trien san pham, quang cao, phan phdi, lap gia va sit phuc vu tao cac hoat dong marketing cot yeu Vd marketing du lich ,To chdc du lich Thd gidi ( World Tourism Organization ) dinh nghia: "Marketing la mot tridt ly quan tri ma nhd nghien citu, du doan, tuyen chon dita tren nhu cau cua' du khach, nd cung cap nhitng san pham, dich vu thi tritdng cho phti hpp vdi muc dich thu nhieu lo’i nhuan cua to chitc du lich do" Mot dinh nghia khac Marketing du lich cua Micheal Coltman nhit sau: "Marketing du lich la he thdng nhitng nghien citu va hoach dinh vdi muc dich lap dinh cho mot to chitc mot tridt ly dieu hanh hoan chinh va toan bo nhitng sach I ifoc va chidn thuat bao gom: nhitng quy mo hoat dong,the thitc cung cap,bau khong du lich, phu'o'ng phap quan tri, du doan sit yiec, lap ngan quy, an dinh gia ca va quang cao, khuydn mai" Tom lai, marketing du lich khong phai la mot hoat dong ridng le hay mot chuoi cac hoat dong khac lidn ket lai, ma nd la sit tito’ng ho cua nhidu hoat dong phu Studn an tlac bi //tea, /oc /cin/b te cac hoat dong khac lien ket lai, ma nd la sU tUdng ho cua nhidu hoat dong phu thuoc vao Nd la mot he thong (hay la mot tien trinh) de doi nhung cong viec phuc tap khac Chi nao mot to chuc nhin nhung cong viec nhu la mot he thong chSt che cac moi tUo'ng quan, thi to? chuc mdi cd the dat dupc muc dich cua minh la thoa man nhu cau khach hang ve san pham du lich va thu dupc lpi nhuan ky vong 1.1.2 Cac triet ly marketing kinh doanh du lich Chung ta mo ta marketing nhu la nd luc cd y thtfc de dat dupe nhung ket qua trao doi mong muon vdi thi trUdng.Va cd triet ly cd ban chi dao cac to chuc kinh doanh du lich thuc hanh cong viec marketing cua ho Triet ly san xuat chu trUo’ng ding ngUo’i tieu dung se Ua chuong nhung san pham cd sdn va dupc bay ban rong rai vdi gia thap Vi vay, doanh nghiep nen tap trung vao viec day manh san xuat cung nhu phan phoi san pham Quan diem thich hdp trUo’ng hpp cung chua dap ting cau,khi ngUdi mua se quan tarn nhieu den viec cd dupe san pham de tieu dung hon la chu den nhung thuoc tinh tinh te cua chat lupng san pham,nhung se rat kho thuc hien cung vUdt qua cau vi gia ca thap va sU dd dang mua sMm khong la nhung yeu to chu yeu ma ngUo’i tieu dung can phai can nhde chon mua san pham Quan diem se khien nha cung Ung du lich thieu chu dong, khong nhan biet nhung bien doi ciia thi trUo’ng,nhu sU thay doi nhu cau du khach , sU xuat hien doi thu canh tranh mdi, nhung san pham thay the cd the thoa man nhu cau thi trUo’ng tot ho’n Ngay nay, thuc tb canh tranh cua cac to? chuc du lich khong chap nhan quan diem bo’i vi so ndi du lich dang ddi khach cang cang nhidu cung vdi sU di lai de dang va viec bao tron chuyen du lich Triet ly san pham Nhung ngUdi ung ho triet ly tin ding du khach Ua thich nhung san pham du lich cd chat lupng tot,each thuc phuc vu tuyet had va dUdng nhien la cong ty cong hien tai luc cua minh de cd dupc nhung san pham cai tien lien tuc Quan diem chi hUu ich nha san xuat cd nhung budc tich cUc viec tao nhilng san phdm khac biet va lap gia cho san pham mdi mot each hap dan, giao nd ddn cac kenh phan phoi tien lpi,kiem each lam cho nhung can den phai chu y va thuyet phuc dupe hp ring nd cd nhung pham chat tuyet hao TTudn an t/iac 6c h/ioa hoc /tin/ te •5 ban lanh dao chi chii den san pham va cai tien nd theo quan diem cua minh ma khong xuat phat tit nhu cau va lpi ich ciia du khach.Ho khong dupe quen rSng,ngitdi mua khong mua mot san pham,ma mua mot giai phap lam thoa man nhu cau Ngoai triet ly se gMp phai kho kliSn thu'e hien nguy co san pham thay the tSng len, ngu'di tieu dung se chon san pham thay the mang lai lqi ich tot hOn thay vi chon san pham cd chat litpng tuyet hao nhiing hieu ndng sit dung kem hOn Triet ly ban hang cho r&ng,khach hang se khong mua nhieu san pham ciia cong ty trit cong ty tien hanh cac no lite vd ban hang va khuyen mai" Quan diem ban hang ditpc ap dung mot each tich cite doi vdi nhiing loai hang hoa cd nhu cau thu dong ma ngitdi mua khong nghi tdi,nhu' cac loai bao hiem lihh vUc du lich Vi thd,doanh nghiep can sSn lung khach hang va thuyet phuc ho mua hang.Tuy nhien quan diem khong de y ddn nguyen vong va yeu cau ciia khach hang tiern tang.Phito'ng phap tidp can cd tinh ap che boi vi ngitdi ban ch’ cd moi co' hoi nhat de ban cho khach hang mdi va phai ban cho dupe co hoi den TriSt ly marketing khing dinh rdng chia khoa de dat tdi cac muc tieu ciia to chitc ncim viec xac dinh nhu cau va udc muon ciia cac thi triidng muc tieu, dong thdi phan phoi nhiing thoa man mong dpi mot each hieu qua va hieu nMng hdn cac doi thu canh tranh Tridt ly marketing xuat phat tit viec tim hieu nhu cau va mong muon ciia du khach,phdi hpp cac nd lite tiep thi de tao va cung ling nhu'ng san pham du lich thich hpp nhdm tao sit thoa man cho khach hang va nhd ma dat du'pc Ipi nhuan cho doanh nghiep du lich Khach hang la trung tarn ciia moi chinh sach marketing ciia doanh nghiep du lich,vi chi cd ho mdi noi dupe ho muon gi, muon tra gia bao nhieu, muon du lich hie nao,mudn di du lich bfing each nao, muon den dau du lich va muon mong dpi chat litpng ciia san pham du lich phai thich dang nhu the nao vdi dong tien ho bo Tuy nhien de cong,doanh nghiep du lich phai am hieu vd cac yeu to mdi tru'dng du lich nhu cac dieu kien tit nhien va ngitdi, di san vSn hoa va truydn thong ciia mdi dia phito'ng,cai cot loi tao ban sSc rieng hap dan du khach TriSt ly marketing xa hoi cho rSng nhiem vu ciia doanh nghiep du lich la xac dinh nhu cau, udc muon cung nhiing mdi quan tarn cua thi triidng muc tieu va phan phdi nhiing thoa man mong dpi ciia khach hang du lich mot each cd hieu qua theo hiidng cd gdng bao toan hodc nang cao dupe phuc lpi ciia khach hang va xa hoi Stadn an t/>ac dt /c/ioa /toe /cink te viec nhan thiic, phuc vu va thoa man cac nhu cau, lieu doanh nghiep co luon dua tren nhitng lo’i ich tot dep lau dai cua ngitdi tieu dung va xa hoi hay khong ? Vi thd quan diem marketing xa hoi yeu cau doanh nghiep phai can bang muc tieu thiet ke cac chinh sach marketing: thoa man nhu cau khach hang, gop phan dat loi nhuan cua doanh nghidp va dam bao nhitng lpi ich lau dai cua xa hoi 1.2 THI TRUONG DU LICH VA SAN PHAM DU LICH 1.2.1 Thi tririjtag du lich Kltdi niem tlii tritotng du lich Thi tritdng du lich la toan bo nhitng khach hang co nhu cau du lich (bao gom cac nhu cau ve cac dich vu lit hanh,litu trii khach san va dich vu nha hang) can dupe thoa man va co tien de chi dimg chuyen du lich Nhit vay qui mo ciia thi tntdng du lich phu thuoc vao sd ngitdi co nhu cau va nhitng nguon tai lite ma ho cd (tidn bac,siic khoe,thdi gian ),ditpc doanh nghiep quan tarn, va s3n sang dem nhitng tai lite de doi lay cai ma ho mong mudn Cau true cua thi tritdng du lich cd the dupe nghien citu theo cac dMc diem dia ly, dan sd hoc, tap quan va xu hudng tieu dung, nhitng net ddc thii ve vdn hoa, xa hoi va kinh td Viec nghien citu cau true thi tritdng cho phep doanh nghiep xac dinh dupe cac khach hang muc tieu, tim hieu cac nhu cau va mong mudn cua ho de tao nhiing san pham du lich dap ling tot nhat lo'i ich cua khach hang va Idem lo’i Due diem ciia thi tritifng du lich Cung nhit cac thi tritdng khac thi tritdng du lich dupe xay ditng bdi cac td co’ ban ciia cau va moi quan he giita chung vdi Doi titpng cua cau la cac san pham du lich, ma noi dung cdt loi cua nd la cac san pham vd hinh nhu cac dich vu tao nen sit thoa man hodc tien ich nhu di chuyen, thdm quan, litu tru nghi ngdi, Ngoai cd y nghia la san pham bo? sung bao gom ca cac san pham hitu hinh nhit cac vat pham, litu niem, , Trong thi tntdng du lich «gudi mua san pham du lich cang phat trien vd sd litpng,vdi nhitng khach hang tap tinh tieu dung rat khac biet nhau, nhitng tien trinh quyet dinh mua cua ho chiu tac dong cua nhieu yeu td nhit: thdi gian nhan roi, thu nhap ca nhan va gia dinh, cac yeu td vd dan cit va cau true dan cit, cac yeu td xa hoi va cac bien phap tao nhu cau hitu hieu cua cac do’n vi cung ling du lich ( quang cao, khuydn mai, cac hinh thiic du lich tra gop ) ’turn an 7/tae at /c/ioa /ioc /cinJt te dhtantf Anh hUong quan den nhu cau san pham du lich va each thric lua chon san pham du lich cua du khach trUdc het phai ke den cac yeu td vdn hoa,xa hoi va tam ly Vttn hoa la yeu to cd ■ ban quyet dinh y muon va hanh vi cua khach du lich Phan ldn hanh vi ring xd cua ngUdi deu dua hen mot nen tang vdn hoa bao gom cac gia tri cd ban, thong qua mot tien trinh xa hoi hoa thuoc gia dinh va nhung dinh che quan khac NgUdi nUdc ngoai vo'i nhung quan niem ve cac gia tri theo vdn hoa cua dan toc va xa hoi ho dang song, chon mua mot san pham hay dich vu du lich cua Viet nam bao gio’ cung bi chi phoi boi cac gia tri vSn hoa mang dam ban shc dan toc Viet nam the hien hong cac san pham va dich vu ma ho chon mua NgUdi lam marketing can quan tam den cac ydu to thiet ke chidn lUdc marketing hay the hien cac thong tin quang cao, mau sSc va kieu dang san pham, thai cua nhan vien ban hang Tdng ldp xa hoi la nhung giai tang tUdng doi dong nhat va ben vUng mot xa hoi, dUdc sMp xep theo mot tOn ti trat tu va cac vien nhung thri bac dy deu cung chia xe nhung gia tri, moi quan tam va cach ring xd gidng nhau.Tang ldp xa hoi cua khach du lich khong chi dua vao mot yeu td nhat nhu thu nhap, ma ca su ket hdp cua nghe nghiep, hoc van, cua cai, va nhung y6u to xa hoi khac nUa nhu gia dinh, dia vi NhUng ngUdi lam marketing can quan tam den tang lop xa hoi cua khach du lich, vi du khach thuoc mot tang ldp xa hoi co khuynh hudng the hien cach cU xd gidng hanh vi tieu dung cac san pham du lich Dia vi xa hoi cua khach du lich NgUdi mua thudng lua chon cac san pham du lich noi len dia vi cua ho hong xa hoi NgUdi lam marketing can nhan thric rSng tidm ndng cua san pham la viec bien cac bieu tUdng dia vi (status symbol) Cac yeu to ban than Cac quvet dinh cua mot du khach chiu anh hUo’ng boi nhung dac diem ca nhan ngridi va thay doi theo su thay doi cua nhung ddc diem do,nhat la tuoi tac,nghe nghiep, hoan canh kinh te, loi song, ca tinh va cac quan niem Hoan canh kinh te cua du khach se anh hUOng rdt ldn den su lua chon san pham du lich cua ho Hoan canh kinh te cua mot ngUdi bao gom thu nhap co thd’ tieu dung dUdc va mric do, tinh on dinh va ket cau thdi gian cua thu nhap do,ti£n tidt kiem,tai san va kha ndng vay mUdn Doanh nghiep du lich can chu y den cac khuynh hUdng thay do’i cua thu nhap ca nhan, tiet kiem va lai suat de’ ap dung nhung bien phap nhU thiet ke lai, dinh vi lai, va dinh gia lai san pham du lich cua minh cho phu hdp vdi su thay do’i ve kha nSng toan cua thi trUdng muc tieu Sdidn an t/ac Sc k/^oa hoc /cin/i te tytancy Nhit vay, nhu cau cua du khach phan anh sit tac dong qua lai phitc tap cua nhitng ybu to vdn hoa, xa hoi va tarn ly,trong co nhitng yeu to ma ngitdi lam marketing co the chi phoi dito’c Dieu co y nghia rat quan trong viec trien khai san pham, dinh gia, phan phoi va co dong cac san pham du lich , de thu hut dito’c sit dap itng manh me ciia du khach Ngoai ra, nhu cau du lich chin tac dong ciia nhieu yeu to va rat nhay cam vdi car yeu to gid cd, tinh hinh kinh te, chinh tri, tv gid hdi doai, thdi tidt, Bieu hien tap trung cua moi quan he cung - cau san pham du lich tren thi tritdng la ydu td gia ca Co the noi litong cau ve san pham du lich rat nhay cam doi vdi sit thay do’i gia , vay giai phap itng xii ciia cac doanh nghiep vd chien lito'c va chidn thuat phai hdt site linh hoat Ho'n nua, cau true gia san pham du lich lai rat phitc tap nhieu ydu td hop Boi vay kinh doanh hien dai phai xii ly bien sb gia vdi cac bien sb khac nhit san pham, phan phoi, cd dong chien lito'c marketing - mix mot each tot nhat moi quan he canh tranh vdi cac to’ chitc tham gia cimg itng cung mot loai san pham du lich 1.2.2 Nhifrig (tac diem ciia san pham dn lich Kinh doanh du lich la nganh kinh doanh tong hop ma san pham cua nd cd cac ddc tritng cd ban khac vdi san pham hang hoa khac, nhit tinh vd hinh, tinh khong thd tach rdi khoi ngudn gdc, tinh khong dn dinh vd chat litdng, tinh khong litu giil ditde San pham du lich la tong hopphitc tap cua nhieu dich vu mot hodc nhieu nha cung itng cung cap Do dbc diem ciia san pham du lich nen ky nghe du lich khong giong cac ky nghe khac Hau het cac nganh ky nghe san xuat, san pham dUdc bao goi va chuyen cho' den tay nhitng ngitdi buon le, qua trung gian cac dai ly rdi den tay ngitdi tieu dung tai cac ciia tiem Doi vdi nganh du lich, ngitdi tieu dung dito’c mang to'i mot ndi ma d san pham ditdc "che tao" Nghia la, san phdm du lich ban cho du khach tntdc ho thay san phdm do', chinh didu lam cho khach hang cam thay lieu linh mua nhung san pham dich vu, vay de mua mot san pham du lich khach hang phai ditdc thong tin day dii nhitng gi ma ho se cd toan bo cac khau ciia hanh trinh du lich do viec tuyen truyen ,quang cao dong.vai tro rat quan de dan du khach hang dbn quyet dinh mua san pham San pham du lich cd ban la khong cu thd ,do vay nd rat de bdt chitdc Dieu lam cho viec canh tranh trd nen gay gSt hon va cung chinh la thach thitc chii ydu ciia marketing du lich 9hidn an //tac id /c/toa /toe kinh he khany Cac y&u to tdm ly cd anh hiidng manh me den nhu cau vd san pham du lich va hanh vi lua chon san pham du lich cua du khach - D6ng cd la mot nhu cau dang gay site ep du de hiidng ngitdi ta kidm each thoa man nhu cau Khac vdi nhu cau co tinh chat ban nSng phat sinh til nhiing trang thai khan tritOng cua cd the nhu doi, khat Dong cd la mot dang nhu cau phat sinh tit nhiing trang thai edng thing ve mdt tarn ly, nhu nhu cau ditdc cong nhan, ngUdng mo hay tuan phuc Nghien ciiu cac ly thuydt ve dong cd thuc day ciia Freud (hanh vi vo thitc) va ciia A Maslow (nhu cau sinh ly, nhu cau an toan, nhu cau xa hoi, nhu cau duo’c ton va nhu cau tit hoan thien ) co y nghia quan trong viec nghien citu nhu cau va ly giai hanh vi tieu dung ciia khach du lich hanh vi lila chon ciia ho cung khong giong - Hiin bie't dien ta nhiing thay doi hanh vi ciia mot ngitdi phat sinh tit kinh nghiem Hau het, each ling xd ciia ngitdi ddu mang tinh chat hieu bidt ma ho co ditdc tit sU titong tac ciia nhitng thoi thiic,gdi y, cac yen td tac dong, cac dap itng Y nghia thitc tien ciia ly thuyet hieu biet doi vdi nhitng ngitdi lam marketing la d cho ho co the xay ditng nhu cau vd mot san pham du lich bdng each gdn lidn san pham ay vdi nhitng thoi thuc manh me, sit dung nhitng goi y co tinh chat thuc day, tao sU dap itng cd tinh chat tich cite -Niem tin la y nghia cu the ma ngitdi ta cd duo'c vd nhitng vat nao Niem tin ciia khach du lich lam nen hinh anh vd san pham,va ho hanh dong dita tren nhitng nidm tin Neu mot so niem tin sai lech va gay trd ngai cho cho viec lita chon ciia du khach, doanh nghiep du lich can tung mot chien dich truydn thong de dieu chinh lai cac niem tin ay -Quan diem cua khach du lich vd cac san pham du lich phan anh nhitng danh gia cd y thitc, nhitng cam xue va nhitng xu hiidng hanh dong, cd tinh chdt thuan lo’i hay bat lo’i, vd cac san pham du lich Quan diem ddt ho vao mot khung suy nghi vd nhiing didu ita hay ghet, hitdng den hay lanh xa nhitng dieu ay Mot doanh nghiep se ditdc lo’i rat nhieu tit viec nghien citu cac quan diem khac ma du khach cd the dang cd dau ho ve cac san pham du lich cua minh.Nhitng ngitdi lam marketing nen lam cho cac san pham cua minh phii hop vo’i nhitng quan diem hien cd, va 6’ mot mite, nhat dinh co gdng dieu chinh cac quan diem ciia khach hang theo hitdng cd lo’i cho doanh nghiep tEudn an thac St khoa hoc kink te ■JJian< y J6 Tai HuS, Quang Tri: Thanh co Quang Tri, cSn cu Dong Ha, cau Hien Litdng, song B£n Hai, dia daoVinh Moe, dio’ng mon Ho Chi Minh, cau Dakrong Ngoai co cac diem thu hut bo sung nhi bien Non Nidc, Ba na, xem tuong, Sn ddc san, nghe ca nhac Hue, Sn cdm cung dinh lam hap dan du khach, lam cho du khach mong mudn dSn vdi chidng trinh hon + Chuang trinh du lich danh cho khach du lich tau bien: Lidng khach tau bien ma Trung tam lu hanh don didc co xu hidng tdng NSm 1998 theo du bao sd lidng tau va khach den cang Da NSng giam vi ly co mot hang tau da didc chuyen nhidng va thay doi hai trinh Tuy nhien rieng thang dau nSm da co 14 tau cap ben den Da NSng Trung tam da don didc tau Da NSng co thuan ldi la co he thong cang song va bien sau, kin gio, dd dang giao liu vdi cac dia diem khac vung Ngoai Da Ndng cung vdi Hue, Hoi An la ndi tap trung mot nen vSn hoa da dang va phong phu Vi vay, de don khach didc nhidu hdn, Trung tam can hoan thien cac chidng trinh du lich danh cho khach tau bien Cac diem thu hut du khach: Da NSng : bao tang Cham, Hoi An, My Sdn, Ngu Hanh Sdn, bien Non Nudc Hud: Hai Van, lSng Tu Duc, Khai Dinh, Dai noi, chua Linh Mu Ngoai can chu y den cac tuyen diem tham quan du lich dong que, nhung lang nghe truyen thdng Do tong qui thdi gian cua chidng trinh du lich tau bien thidng chi vong mot nen khong can xac dinh cd sd liu tru cung nhi cac dich vu bo sung vao buoi toi Noi chung cac chidng trinh du lich phai ket hdp hai hoa giua cac diem tham quan va nghi ngdi, tranh su nham chan cua du khach Vi the chidng trinh du lich can co su da dang cua cac loai hinh du lich nhi du lich nghi bien, du lich vui chdi giai tri, du lich ven song, du lich leo nui, du lich the thao can tuyen chon hidng dan vien co nSng luc, thai phuc vu tdt bo’i vi ho la ngidi tiep xuc truc tiep vdi khach, quyet dinh chat lidng cua chidng trinh du lich Tom lai, tho’i gian tdi Cong ty nen dia cac chidng trinh du lich that su doc dao,hap dan phu hdp vdi nhu cau va gay dn tidng doi vdi du khach, xay dung cac chidng trinh mdi la so vdi doi thu canh tranh • Chinh sach gia doi vdi ddn vi lU hanh: Cung ap dung chinh sach gia phan biet co tinh canh tranh - Gia cho ting loai khach hang: + Chidng trinh du lich danh cho khach qudc te Sdicin an tkac Si /c/ica /ioc kinh te d'wny 77 + Chuong trinh du lich danh cho khach noi dia - Gia cho titng loai chuong trinh: + Chuong trinh du lich dai + Chuong trinh du lich ngdn - Gia theo mua: - Giam 30% cho khach du lich thdi gian trai vu - Giam gia theo so lupng khach doan - Giam gia cho tre em - Giam gia cho nhitng ngudi di nguyen gia dinh - Giam gia cho nhung ngudi quay lai lan sau Cac chinh sach dieu chinh gia linh hoat: - Chiet giam gid: + Giam gia danh cho nhung khach hang quen thuoc hodc cho nhung khach hang toan nhanh + Chiet gia tien mdt + Chiet gia theo kenh phan phdi - Tang gid: theo mua,theo ddi tUpng khach va theo tieu dung cu the cua khach chuong trinh du lich Tdng gia nhdm muc dich khai thac tdi da thi trudng cung nhu nh&m tang uy tin ciia chuong trinh du lich.Trong du lich, gia tri cua chuong trinh du lich la cam nhan ciia khach hang.Ddng thdi cac chuong trinh du lich thudng khac vdi moi doan khach nen chinh sach tMng gia co the thuc hien co hieu qua • Chinh sach phan phdi ddi vdi doll vi li? hanh Ngoai nhitng bien phap gidng vdi kinh doanh lUu tru, ddi vdi kinh doanh lu hanh nen cd them nhung bien phap sau: - Ddi vdi nhung hang da thiet lap mdi quan he, sd dung cac bien phap that chat hdn moi quan he vdi cac nha phan phoi chuong trinh du lich dai ngay, quy md ldn Ben canh do, can phai ndm bat thong tin dua cac chuong trinh du lich hay, hdp dan de thu hut khach, tang cud'ng kha ndng khai thac khach true tiep cua trung tam Sktdn an t/ac it kkoa kec kink te d'tany ?8 Cong ty nen tim each thiet lap moi quan he vdi cac co' quan, doanh nghiep de thu hut khach cong vu, khach du lich cong doan Day cung la mot thi trUong phu hpp vdi kha ndng cua trung tam va rat phat trien nhitng ndm gan day Tom lai de tdng citdng kha ndng thu hut khach Trung tam phai tao dung dupe cho minh mot vi tri va uy tin tren thi tritdng, lam cho khach hang thich lita chon san pham cua trung tam ho'n la ciia ddi thu canh tranh Tuy nhien vao su bidn dong ciia thi tritdng, trung tam se ndng dong linh hoat, uyen chuyen hon cac mdi quan he vdi ben ngoai • Chinh sach cd (tong Chinh sach co’ dong se tao dieu- kien thuan lpi de thuc hien cac chinh sach neu tren, lam cho san pham ban nhieu ho'n, phan phdi hieu qua ho'n Ddi tupng ma co’ dong nhdm tdi khong chi la cac khach hang hien tai va tiem ndng ma cac trung gian phan phdi, nhd ho de thuc hien viec nghien e.Uu nhu cau va phat hien nhu cau khach hang du lich Noi dung phai gidi thieu cho khach biet ve cac chUo’ng trinh du lich ciia trung tam thu hut sit chu y ciia ho; qua tdng luu niem cho khach mua san pham ciia trung tam; phat phieu thudng cho khach trd lai lan sau, Vdi nhung giai phap chinh sach cu the cho titng loai dich vu cdng ty Cdng ty can tdng citdng them ve chinh sach co’ dong Cac phuo'ng tien co’ dong ma cac nha marketing ciia cdng ty cd the sii dung la quang cao, tuyen truyen, khuyen mai, chao hang Quang cao Hien tai quang cao ciia Cdng ty d pham vi hep, mang lai hieu qua chua cao Trong thdi gian tdi, de tdng kha ndng thu hut khach va ho trp cho chinh sach gia linh hoat, Cdng ty can chii cdng tac quang cao ddi vdi khach hang o' thi trudng muc tieu ciia minh thong qua cac bao chi, tap chi chuyen nganh, cac vdn phong hudng dan du lich, cac dai ly du lich ciia vung Ngoai Cdng ty cung nen phat hang cac tap gap, ban du lich hodc qua luu niem mang bieu tupng ciia Cdng ty nhdm tao sit chii y va gay an tupng doi vdi du khach Viec quang cao cung nen to’ chile theo cac chien dich dung thdi diem, dung nhu cau ciia khach va phai dting chat lupng, so lupng dich vu ma Cong ty cd the cung Ung cho du khach Cdng ty cd the gia nhap cac hiep hoi du lich vung hodc cac to’ chitc du lich thd gidi cung nhu khu vUc de tdng uy tin ciia minh Slaan dn t/iac At Ic/tea /toe kin/i le S'tana 79 Nen quang cao lien tuc va chi phi cho quang cao nhieu hOn.Noi dung quang cao phai gidi thieu cho khach hang biet ve nhitng net doc ciia san pham ciia Cong ty, neu bat dupe nhitng dich vu ma khach dupe hudng vdi mot mite gia de chiu, phai lam tac dong manh me den khach hang, cung cap cho ho mot lupng thdng tin day du vd cac khach san ciia Cdng ty, vd cac chuong trinh du lich cua Trung tam lit hanh thu hut sit chu y ciia ho Khuyen mai Cdng ty can chii cac hinh thitc khuydn mai,trong dd cac bien phap thudng dupc sd dung la : Qua tSng litu niem cho khach mua san pham cua Cdng ty, gia phong nghi vao mua vdng khach, phat phieu thudng cho khach trd lai lan sau Tuyen truydn Hop bao, tai lieu gidi thieu vd Cdng ty, tai trp cho cac hoat dong the thao, thitc hien cac hoat dong tit thien,tham gia dit hoi thao,hoi trp du lich Chao hang tn/c tiep Tao moi quan he vdi khach hang, giti thu, telex, fax de’ thuydt phuc khach, qua nhan vien ciia Cong ty de quang cao ddn ban be ngudi than Ngan sach danh cho cd dong Trong chuo'ng trinh hoat dong marketing viec du kien ngan sach cho co’ dong la dieu can thiet Nd la tidn de cho viec lita chon phitong tien quang cao, each thitc tidn hanh quang cao, thdi gian va khong gian quang cao Trong qua trinh tim hie’u thitc td viec danh ngan sach cho hoat dong co’ dong ciia cong ty nhitng nSm qua vdi mite thap, quang cao khong dupc lien tuc khong cd kdt qua Chinh vi vay theo tac gia de’ thitc hien nhitng hang muc can thiet hoat dong marketing chi phi tdi thie’u phai la 8% mdi cd kdt qua Xac dinh chi phi cho hoat dong marketing chidm 8% tren doanh thu nSm tritdc Khoan chi cho cac hoat dong marketing nfim tdi se la: 15.040 x 8% = 1203,2 trieu dong ' Co cau can xac dinh cho mdi hoat dong co’ dong: Quang cao 82 % , tuong Ung 986.624.000 trieu ddng, In an cac tap gap, bitu anh % , tUOng itng 60.160.000 trieu ddng, Quan he cdng chung % , tuong itng 48.128.000 trieu ddng, Nghien citu Marketing % , tUOng itng 36.096.000 trieu ddng, Mua qua % , tuong itng Cong tac vien % , tUOng Ung 36.096.000 trieu ddng, 12.032.000 trieu ddng, Du tru' % , tuong itng 24.064.000 trieu ddng S/udn an //cac it /thoa hoc /tinh /e /Jtany 80 Ngoai cac hinh thuc tren cong ty can linh hoat dieu chinh phoi ttiic tiep thi va ngan sach cho phu hpp vdi nhung bien dong tren thi trudng nhdm dat dupc hieu qua thuc thi cac giai phap marrketing vdi chi phi thich hpp Ben canh cac giai phap cd ban cho hai dich vu kinh doanh chu yeu cong ty can phai suy xet ky ludng doi vdi hai dich vu kinh doanh theo tac gia, sit dau tu cho kinh doanh 1U hanh la can thidt vi theo phan phan tich thuc trang cua trung tam 1U hanh qui mo cua trung tam nho, hoat dong cua trung tam han che,trung tam khong phat huy dupc vai trd cua minh Dau tu cho 1U hanh khong ddi hdi mot lupng von dudng khong, dudng bien, dudng bo dupc chu cai tao, nhat la du an dudng tunel qua deo Hai Van, du an nang cap san bay Da Ndng da ky vdi Uc, thi the manh cua Da NSng van la trung tam gdi va nhan khach cua Midn trung Da Ning se la dia ban hoat dong nhieu trien vong cho cac ddn vi lu hanh tuo'ng lai Cong ty xem xet kha nfing sd dung von cho linh vuc luu tru cap hang thap de phat huy uu thd cd dupc linh vuc va tam trung nghien cUu thi trudng, chuan bi cho kd hoach phat trien dai han hdn tUdng lai Ca ba chUdng trinh tren deu ddi hdi von dau tu kha ndng von cua cong ty cd han, dieu kien Chinh phu dang khuyen khich co’ phan hoa, Cong ty nen xem xet kha nSng co’ phan hoa cua cac don vi Day khong phai la sU phi pham ma thuc hien chien thuat rut von vao thdi die’m thuan ldi nhat 3.2.5 To chii’c bo may marketing tai cong ty Nhu phan tich d tren, tit lap den cong ty chua cd bo phan marketing rieng biet de nghien cUu thi trudng nghien cUu marketing do viec du doan phan tich thi trudng mang nhieu tinh chu quan, cac phdi thuc san pham chua dupe thidt kd theo doi hdi cua titng thi trudng muc tieu nen hieu qua chua cao Vi vay de cac do'n vi thuc hien tot hdn nUa chuc ndng va nhiem vu cua minh cong ty nen co mot bo phan marrketing rieng biet de Ung vdi tinh hinh hien nay, cd the phong marketing Do quy mo kinh doanh cua cong ty chua ldn, cac ddn vi cua cong ty kinh doanh ddng thdi nhieu loai san pham du lich nen bo may quan ly marketing dupe to’ chuc theo md hinh chuc ndng Phong marketing bao gom bon bo phan: chuc ndng cd ban sau: Stucin an Iliac Sc k/ioa /ioc hn/i le W'tanff 84 - Dieu tra, nghien cUu thi tritdng, phan tich moi tritdng kinh doanh, nghien cull sit thay doi cho hanh vi tieu dung ciia khach du lich, ludng va du bao nhu cau tren co' sd thu thap va sii ly cac thong tin vd thi trudng - Nghien citu cai tidn cac san pham du lich, thidt ke san pham mdi, xay dung cac tap hpp san pham phu hdp vdi ddc diem kinh doanh ciia titng do'n vi (dinh gia cho cac san pham mdi va san pham cai tidn) Quan tri kenh phan phdi (lUa chon hinh thitc kenh phan phdi) - Thidt kd va hoan thien he thdng kenh phan phdi, xii ly cac quan he kenh phan phdi - Nghien citu va trien khai cac hinh thiic cd dong va phdi hdp hoat dong giua cac hinh thitc co dong ( quang cao, tuyen truydn, khuydn mai), lita chon cdng cu cd dong, lita chon ddi tupng, dia die’m va thdi gian cd dong, xac dinh ngan sach cd dong, dinh gia hieu qua cac hinh thitc cd dong Hinh 5: Mo hinh td chile marketing 3.2.6 Cac giai phap ho trtfcho hoat (long Marketing ciia cong ty Nhu tren da trinh bay, san pham du lich mang tinh tdng hpp nhieu nha doanh nghiep cung ling va no phu thuoc nhidu vao cac di san tit nhien va nhan tao cung cac dieu kien ciia co sd tang, chinh sach phap luat De ho trp cho sit phat trien ciia cac doanh nghiep du lich tren dia ban phd Da Ndng noi chung va cdng ty du lich Quang Nam - Da Ndng noi rieng Kidn nghi vdi Nha nudc va Tong cue du lich - Hoan thien mdi trUo'ng phap ly - Hoan thien va thitc thi chien lito’c phat trien du lich Viet Nam ddn ndm 2010 Sludn an lhac 61 I'/ioa hoc kinh le •J'tany 82 Kien nghi vdi Thanh va Sd du lich -To chitc thuc hien tdt cong tac qui hoach phat trien nhdm khai thac cac tiem ndng du lich sdn co tren dia ban de tdng cudng kha ndng thu hut khach.Boi su phat trien cua cdng ty phu thuoc rdt nhieu vao sU phat trien ngudn khach du lich den phd bdng each: + Da dang hoa cac loai hinh du lich, hinh cac khu du lich ldn, tao nhieu diem vui cho'i, the thao, phuc vu khach du lich + Phat trien nganh thu cdng my nghe va lang nghd truyen thdng + Cai tao nang cdp cho co sd tang, nang cap cang Tien xa de cd the ddn dUo'c nhidu cau vao ben -To chdc tdt cdng tac quan ly hoat dong du lich tren dia ban + Sdp xep loai mang ludi kinh doanh du lich + Tdng cudng ky cUOng hoat dong cua nganh du lich - Doi mdi quan diem dau tit cho kinh doanh du lich viec dau tu phai ddng bo,can ddi de? tao san pham du lich hoan chinh,chat lupng cao, tranh tinh trang chi dau tu vao linh vUc luu tni -Trong nhitng ndm vita qua cdng tac quan ly ton tao cac di tich dien cham va chua cd sit thdng nhat viec phan cap quan ly, anh hudng trite tiep den hoat dong kinh doanh ciia cac doanh nghiep tren dia ban, bdi vay phd can phai cd ke hoach cu the vd viec bao ve tu tao cac di tich lich sd - Sd du lich can chii nghien citu thi tritdng,va tdng citdng hoat dong cdng tac quang cao Studn an t/ac Si /c/ioa koc kin/i te thany 83 Ket luan Luan an da thuc hien dime mot so cong viec san: - Luan an da khai quat hoa vai trd ctia hoat dong marketing kinh doanh du lich Viet Nam noi chung va Da NSng noi rieng - Luan an chi ro nhitng nhan to co ban ctia mdi tritdng kinh doanh quyet dinh kha nSng day manh hoat dong marketing ctia cac doanh nghiep du lich Luan an da phan tich danh gia de thay ro nhitng itu the va han che ciia hoat dong marketing d cong ty du lich Quang Nam - Da Ning va nhitng ddng gop ma hoat dong marketing da dem lai cho sit phat trien cua cong ty va qua kinh doanh cua nd thdi gian qua Cac kien nghi nham hoan thien cac giai phap day manh marketing tai cong ty du lich Quang Nam - Da Nang 3.1 Cac giai phap de nghien citu thi tritdng, ludng va du bao nhu cau cac san pham du lich tren thi tritdng du lich ca nitdc va d thi tritdng du lich Da NSng 3.2 Nhan thitc day du hdn vd nhung cd hoi thi tritdng linh vuc du lich va danh gia nhitng mdt manh mdt yeu cua hoat ddng marketing tai cong ty 3.3 Thidt lap phdi thitc tidp thi (marketing - mix) va phdi hdp hoat dong giua cac td cua marketing (san pham du lich, dinh gia san pham du lich, phan phdi san pham du lich, va co’ dong hoat dong du lich) mot each ddng bo va hop ly nhSm dam bao gia tdng site canh tranh va hieu qua kinh doanh du lich tai cong ty 3.4 Dau tit nhidu hdn nita ngan sach,nhan lite va cac nguon hie khac cho cong tac marketing, nhat la khau nghien cUu thi tritdng cai tidn san pham du lich va thidt kd san pham mdi 3.5 Tdng citdng cong tac chi dao va kie’m tra hoat dong marketing de kip thdi dieu chinh cac giai phap phu ho'p vdi sit thay doi cua thi tritdng nhim nang cao hdn nita hieu qua cua cac hoat dong marrketing cua cong ty du lich Quang Nam - Da NSng 3.6 Chu cong tac dao tao bdi ditdng nang cao trinh va ndng luc cho doi ngu can bo quan ly va nhan vien lam kinh doanh du lich De? ho trd cho hoat dong cua Cong ty Thanh nen trien khai va thitc hien dung cac dit an dinh hudng phat trien du lich ddn ndm 2010, ting citdng cong tac quan ly , cai tao va nang cap cho cd sd tang, hinh cac khu du lich ldn, tao nhidu diem vui chdi, the? thao phuc vu khach du lich Shtdn an t/iac St thoa hoc kinh te ■J'tany 84 Tom lai ling dung marketing kinh doanh du lich la van dd mdi ca ve mfit ly luan va thtfc tien kinh doanh tren cd sd he thdng hoa va phat trien ly thuyet marketing du lich, ngnien ciiu, danh gia thtfc trang hoat dong marketing tai cong ty du lich Quang Nam Da Ndng, dinh hu'dng phat trien du lich Viet Nam noi chung va Da ndng noi rieng, luan an da dd xuat mot so giai phap nhdm day manh va nang cao hieu qua hoat dong marketing tai cong ty du lich Quang Nam - Da Ndng Qua gop phan thu hut manh me hdn du khach den ty Tuy nhien, han che vd thdi gian kinh phi va pham vi gidi han ciia luan an cao hoc, viec thu nhap va sii ly thong tin chii yeu sii dung dit lieu thtf cap, phan dd xuat mdi tap trung vao cac giai phap cap bach mang tinh kha thi ap dung nhtfng ndm trtfdc mdt cho cong ty du lich Quang Nam - Da Ndng Y thitc dtfpc rdng viec nghien ciiu thiet ke mot he thong giai phap va cac chinh sach marrketing ddng bo mot each khoa hoc va co tinh thtfc lien lau dai la mot viec lam phiic tap, ddi hoi nhieu cdng site tri tue va thdi gian Dd cung la dieu ma luan an mong muon thtfc hien cd didu kien thuan ldi hdn Tac gia luan an xin chan cam On PGS - PTS - Nguyen Vdn Dinh da nhiet tinh hitdng dan Cam on So' Du lich Thanh phd Da Ndng va cdng ty du lich Quang Nam - Da Ndng da tao didu kien giup dd tdi hoan luan an DANH MUC TAI LIEU THAM KHAO Philip Kotler - "Nhitng nguyen ly tiep thi" - NXB TPHCM , 1994 TS Nguydn thi Lien Diep, TS Ho Quoc Hung, Pham VMn Nam "Quan tri Marketing" - NXB Thdng ke, 1996 Edwards Hester - "Hitting ddn ngien citu Marketing" - NXB Thong kd, 1996 GS.TS Vu Dinh Bach, GS.TS Ludng Xuan Quy - "Marketing - Ly luqn vd nghe thuat itng xit kinh doanh" - Ha Noi, 1990 Philip Kotler - "Marketing can ban" -NXB Thong ke - Ha Noi, 1994 Micheal E Poter - "Chien lito’c canh tranh " - NXB KH&KT- Ha Noi, 1996 TS Alastair M Morrison - "Marketing linh vitc khach san vd lit hanh " , 1998 Michael M Coltman "Tiep thi du lich" - Cmie group va trung tam dich vu dau tit va ting dung khoa hoc kinh te Trdn Dinh Chien, Nguydn Vdn Thudng " Quan ly kenh Marketing" NXB Thong Ke ndm 1996 10 "Bao cao quy hoach tong thd phat trien kinh te - xa hoi Dd Ndng den ndm 2010" - Uy ban Nhan Dan Thanh Da NSng, 1997 11 "Bao cao quy hoach tdng the du lich phd Dd Ndng" - Sd du lich Thanh phd Da NSng 12 "Bao cao tdng ket hoat dong kinh doanh ciia cdng ty du lich Quang Nam Dd Ndng" - Cong ty du lich Quang Nam - Da Nfing , 1997 cue du lich Viet Nam, 1997 Phu luc Hinh 1: So liion den Viet • C” j khach du lich • • Nam E3 Tong luot kha E3 Khach quoc t □ Khach noi dia (Ngudn bao cao tdng ket cua Tong Cue Du Lich) Bang Dif bao so hfo’ng khach quoc te vao Viet Nam Nim 1994 1995 1996 1997 1998 1999 2000 2005 2010 Mite tang trUong(%) 40 30 25 22 20 15 10 S6 khach 1.000.000 1.400.000 1.800.000 2.300.000 2.800.000 3.300.000 3.800.000 6.200.000 8.700.000 S6 lifu tni trung binh 3,5 4,0 4,0 4,0 4,5 4,5 5,0 5,5 6,0 Thu nhap th du lich quoc te (Trieu USD) 245,0 392,0 504,0 644,0 882,0 1039,5 1330,0 4092,0 8352,0 (Nguon: Bao cao tom tdt dii an phat trien du lich Viet Nam den ndm 2010 cua Tdng cue du lich) Phu• luc * Bang SO LIJ()NG KHACH DU LICH DflN DA NANG Ddn vi tinh: litot khach Khach quoc te Tong s6 khach NSm Sd Toe tang litdng tntdng(%) S6 litdng Khach noi dia T6c d6 tang So litdng tntdng(%) Toe ting tntdng(%) 166.800 102.000 1995 269.300 1996 390.000 144,8 122.000 119,6 268.000 160,6 1997 279.702 71,7 101.511 83,2 178.191 66,5 (Ngudn so lieu cua Sd du lich Dd Ndng) Bang DlfBAO SO LUtlT KHACH DU LICH QU6C So litdt khach T6c tang tntdng (%) 1996 112.000 2000 215.000 19,0 t£ d£n DA NANG ■ 2005 375.000 14,8 2010 630.000 13,4 (Ngudn : Quy hoach tong the phat trien du lich Dd Ndng) Bang 1)U BAO S6 LUOT KHACH NOI DIA D^N DA NANG Chi tieu S6 lUOt khach Toe tdng trito'ng (%) 1996 2000 2005 2010 268.000 400.000 600.000 900.000 12,3 10,0 10,0 (Ngudn: Quv hoach tdng the phat trien du lich phd Dd Ndng) Phu luc • Bang THI • PhAn CHiEm LINH CUA CONG TY DU LICH QN-DN Don vi tinh: LUOt khach So lUOng khach d6n So lUOng khach den Ty cua Cong ty Da NMng Cong ty tong so khach (%) 1993 192.051 46.362 1994 228.863 33.244 1995 269.300 18.534 *' 1996 390.000 - 20.427 1997 279.702 20.742 Nam 21,0 • 14,5- 7,0 5,0 ■' 7,4 (Ngudn : SO lieu thOng ke cua Cong ty Du lich Quang Nam-Da NOng) Bang Dtf BAO SO LUOT KHACH QUOC tE dEn CONG TY Don vi tinh: LUOt khach Nam Ty cua Cong ty SO lUong khach quoc te Thanh phO Cong ty tong- so khach (%) 7,3 1994 69.800 26.011 1995 102.500 9.653 1996 122.000 11.029 1997 101.511 9.140 2000 215.000 23.000 9,0 2005 375.000 42.000 9,0 2010 630.000 70.000 9,0 9,5 • 9,0 ■ • 9,0 / ( Ngudn: Phuong hudng phat tridn cua Cong ty Du lich Quang Nam-Da NOng den nOm 2010 ) En CONG TY Bang DI.' BAO SO LU’OT KHACH NOI DIA d Don vi tinh: LUOt khach Chi tieu S6 litdng khach Ty so vdi (%) 1997 11.602 2000 24.000 2005 36.000 2010 54.000 6.6 6.0 6.0 6.0 (Ngudn: SO lieu Cong t^; Du lich Quang Nam-Da Nang den nam 2010) MUC LUC • • PHAN Md DAU Trang CHUONG I CO Sd LY LUAN Vfi HOAT DONG MARKETING TRONG KINH DOANH DU LICH 1.1 Cac vdn de cd ban vd marketing 1.1.1 Khai niem vd marketing va marketing du lich 1.1.2 Cac triet ly marketing 1.2 Thi trudng du lich va san pham du lich 1.2.1 Thi trudng du lich 1.2.2 Nhung ddc diem cua san pham du lich 1.3 Noi dung chu ydu cua hoat dong marketing kinh doanh du lich 11 1.3.1 Chien luoc marketing du lich 11 1.3.2 Cac hoat dong marketing chu ydu kinh doanh du lich 14 chuUng II : fhAn tich vA dAnh giA THUC trang HOAT MARKETING CUA CONG TY DU LICH ■ • DONG • • QUANG NAM - DA NANG 24 2.1 Vai net ve sU hinh va phat trien cua cdng ty 24 2.1.1 So lupc vd sU hinh va phat trien 24 2.1.2 Co cau td chtic 25 2.2 Tinh hinh hoat dong kinh doanh cua cdng ty thdi gian qua 26 2.2.1 Phan tich tinh hinh hoat dong kinh doanh 26 2.2.2 Kdt qua hoat dong kinh doanh cua cdng ty thdi gian qua 37 2.3 Thuc trang hoat dong marketing cua cdng ty 40 2.3.1 Cdng tac td chute hoat dong marketing o' cdng ty 40 2.3.2 Tinh hinh xay dung va thuc hien chidn lUOc marketing cua cdng ty 41 2.3.3 Tinh hinh xay dung va thuc hien chinh sach marketing cua cdng ty 42 2.3.4 Nhung nhan xet va danh gia ve hoat dong marketing ciia cdng ty 52 CHUONG III : MOT SO GIAI PHAP NHAM DAY MANH HOAT DONG MARKETING CUA CONG TY DU LICH QUANG NAM - DA NANG 57 3.1 Cd sd cua viec xay dung chien hide va chinh sach marketing 57 3.1.1 Xu hudng phat trien cua du lich Viet Nam va Da NSng 57 3.1.2 Phan tich moi trudng marketing cua cong ty 60 3.1.3 Phan tich ngudn luc kinh doanh cua cong ty 65 3.1.4 Vi tri cua cong ty thi trUdng du lich Da NSng 66 3.2 Nhung giai phap nhSm day manh hoat dong marketing cua cong ty 66 3.2.1 Nhung diem manh, diem ydu, cd hoi va thach thiic cua cong ty 66 3.2.2 Xac dinh thi trudng muc tieu thdi gian ddn .67 3.2.3 Dinh hudng phat trien cua Cong ty thdi gian den 68 3.2.4 Marketing - Mix doi vdi cac dich vu cua cdng ty 68 3.2.5 To chtic Marketing 80 3.2.6 Cac giai phap ho trd cho hoat dong Marketing cua Cdng ty 81 k6t LUAN TAI LIEU THAM KHAO 83